this kind of article is funny. its a trade your privacy for convenient life world now. if you really care of privacy, you have already exposed your ip address to this website, your name to your reader, your billing address to your isp, your personal informtion to your credit card company. google just know as much as they know and more. and if i have to trade my privacy anyway, whynot choose one big company which protect your privacy data better and give you better service? instead of chose some small company and trust they not save your info....forever?
I have worked in digital strategy and advertising for my entire adult life. I buy advertising based on the data that Google and everyone else is gathering. Like millions of dollars a year. And I can tell you first hand that the tracking data is garbage, and frankly, at least for the foreseeable future, not something you should really be worried about, with one caveat. Advertisers are not the enemy, government and political agents are. ie. cambridge analytica. That is how you use this data to do harm.. We see literally thousands of advertisements a day. Does it *really* matter if my search history led to me seeing a different banner today?
Absolutely, when you actually look into it Google is the most transparent with our data verses other companies. Other companies uses your data just like Google to know how to better sell you products. With Google at least along with being able to personalize you for relevant ads, they also use the data in ways to make our lives less tedious and even more important they give alot of their services away for free as a result. So yeah I do believe they are sticking by their a motor of " don't be evil". Others are less transparent and they use or data, give us nothing for free and then turn around and sell us things base on our own data. SO with everything considered, Google is perhaps the better one to trust.
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The College Scorecard was born of an Education Department effort to hold underperforming institutions accountable. But it would be a stretch, Katzman said, to credit Google for promoting accountability by surfacing the Scorecard data. For-profit colleges with underwhelming graduation rates and student-debt levels have been “some of Google’s largest advertisers” over the years, he said. “If Google really wanted to help solve the problem, they might limit advertising to the schools that had a better performance on the report card.”
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You may need to reset a preference if "Search Results" or "My Search Results" is appearing as a search engine every time you open a new tab (follow steps 1-4 below the image to determine what opens when you click to open a new tab; see about:config usage above) - https://support.mozilla.org/en-US/kb/new-tab-page-show-hide-and-customize-top-sites#w_how-do-i-turn-the-new-tab-page-off
I'll write what I did. Open Internet Explorer up top click on tools> select manage add-Ons> see add-Ons and extensions scroll down until you see search results LLC> click disable. close Explorer and re open it and it should go away. Press alt+control+delete> select task manager look for DTsearch sorry can't remember what it's call exactly> right click> end process. Click start> control panel> add/remove programs> scroll down to DefaultTab select it> click remove. You should be free!
Wolfram Alpha isn’t the only Google alternative with a technical or specific focus. For instance, CC Search scans through Creative Commons-licensed media. Pipl is a powerful (and somewhat terrifying) people search engine. It tracks down user names, real names, social media accounts and more. Onion.link lets you search the dark web from your regular browser instead of having to install the privacy-focused Tor browser.

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